On September 9, 2025, Apple launched the iPhone 17 series, including the ultra-thin iPhone Air, alongside the AirPods Pro 3 with enhanced features and the Apple Watch Series 11 and SE 3. The new iPhones feature significant performance and camera improvements, with base storage starting at 256GB across models.

Apple announced the iPhone Air on September 9, 2025, its thinnest phone at 5.6mm, featuring a 6.5-inch display and A19 Pro chip. The iPhone Air, starting at $999, aims for all-day battery life and marks the beginning of Apple's iPhone redesign strategy.

On September 9, 2025, Apple introduced the iPhone 17 Pro and Pro Max, featuring a new design, A19 Pro processors, and upgraded 48-megapixel cameras. The iPhone 17 Pro starts at $1,099, with availability beginning September 15th.

Apple released the A19 Pro chip on September 10, 2025, which will debut in the iPhone Air. The A19 Pro features a 6-core CPU, 5-core GPU, and an integrated neural accelerator, tripling the NPU performance compared to the A18 Pro.

Apple is expanding its hypertension detection feature to older Apple Watch models with the watchOS 26 update, releasing on September 15. The feature uses the optical heart sensor to analyze blood vessel responses, potentially notifying over a million people with undiagnosed hypertension in its first year.

Apple unveiled the AirPods Pro 3 on September 9, 2025, featuring a wider soundstage, double ANC, and a heart-rate sensor. The AirPods Pro 3 will be available starting September 19 for $249.

iOS 26, releasing on September 15, features a Liquid Glass redesign and updates to Wallet, CarPlay, and Messages. The update also includes enhanced Apple Intelligence with live translation and improvements to Maps.

On September 9, 2025, T-Mobile announced an iPhone 17 offer, arguing that its 5G network was built for the new iPhone 17. T-Mobile believes this network-device synergy will drive customer switching and higher upgrade revenue.